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Actor-producer John Abraham has become the face of infotainment channel National Geographic.
The 40-year-old "Madras Cafe" star, who is a fan of the channel's action-packed content, has also launched a new campaign called "Unlock" with the channel.
"I can hardly contain my excitement on being a part of the legacy that is National Geographic Channel. I have always been inspired by the yellow window and have followed National Geographic Channel's (NGC) shows religiously.
"I am thrilled to represent the channel and be a part of its exciting journey with 'Unlock.' I look forward to taking Nat Geo viewers through the various aspects of the campaign, encouraging them to unlock their minds along the way. I am grateful to NGC to have given me this opportunity. I am sure that the viewers and my audience will enjoy this collective journey," Abraham said in a statement.
Apart from the campaign, Abraham will also be a part of some of the new and existing shows on the channel.
"John is known for an exciting brand of cinema and with his love for action, sports and knowledge, he aptly embodies the brand philosophy of National Geographic Channel. His attributes certainly add that extra panache to our channel, its programming and the 'Unlock' campaign," said Keertan Adyanthaya, managing director of NGC and FOX International Channels.